CAMPAIGN OF THE MONTH: Barbie Princess Charm School

A heavyweight TV campaign, sponsorship on This Morning, a press drive, branded taxis, a fresh website and a new brand ambassador are in line to support the release of the latest Barbie movie and the accompanying toy line.

The release of the tenth Barbie movie, Barbie Princess Charm School, and the toy range are being supported by marketing both on and offline in a comprehensive campaign.

Barbie movies are now distributed in 82 countries and have high engagement levels with girls, as research shows that each DVD is viewed on average ten times.

TVA heavyweight TV advertising campaign over two months, will bring the toys to the screens of girls aged four to nine, while a high profile This Morning sponsorship will also support toy product from the movie.

PRA girls press campaign will target key titles for both older and younger girls in the lead up to Christmas, with themed fashion spreads and competitions bringing the property to life.

OnlineThe movie property also has a high impact online presence with a dedicated website including games, personalised assets and rich media content: www.barbie.com/princess-charm-school.

Other promotional activityBranded Princess Charm School taxis have been placed at key retailers across the UK. The taxis feature in-built photo booths where girls try on fancy dress princess outfits and take away an instant branded photo.

Renowned etiquette coach, Liz Brewer, has been established as brand ambassador for the launch of Barbie Princess Charm School, offering advice to girls across the country as to how to behave like a princess, tapping into topical interest following the Royal Wedding.

January 2011 sees the launch of a brand new theme, Lego Ninjago, within the Lego Portfolio. It offers children aged six and over an entirely new experience that bridges physical action play, Lego product building and interactive online experience, with a ninja theme.

The award winning iTeddy hit the market in 2007, after its creator Imran Hakim was given £140,000 of investment from Dragon's Den's Peter Jones and Theo Paphitis. iTeddy is now distributed in 45 countries by Vivid, which is backing it with a hefty campaign...

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.